在禮品促銷中整合社會規範和個人規範之研究

Integrating Social Norms and Personal Norms in Gift Promotion

本研究的動機是找到一種策略，使禮品店獲利並送禮者滿意，藉此實現雙贏。本研究的研究問題是試圖整合送禮者和禮品行銷者的立場，以制定更合適的禮品行銷策略。本研究的研究情境如下：送禮者到禮品店購買禮物時，會思考如何選擇禮物？本研究的應變數是知覺價值。在操作上，禮品行銷因素是促銷的類型（稀缺訴求和風行訴求）；送禮者因素包括送禮者的類型（親近和疏遠的送禮者）和送禮的類型（耀眼和不耀眼的禮物）。從而在本研究中發展出從禮物行銷者的角度來看的社會規範，和從送禮者的角度來看的個人規範。本研究進行了三個實驗來檢驗三個假設，分別有346、388 和327 名參與者，分別使用雙因子ANCOVA。實證結果表示，無論是耀眼或非耀眼的禮物，無論是親近還是疏遠的送禮者，風行訴求通常比稀缺訴求更能有效的增強知覺價值。這意味著送禮對描述性社會規範的影響大於強制性社會規範。本研究首次將行銷者因素和送禮者因素結合起來，以制定更有效的禮品行銷策略，並增加對禮品促銷文獻中規範行為焦點理論的知識。

This study aims to find a strategy to make gift shops profitable and satisfy gift-givers, achieving a win-win situation. In particular, it attempts to integrate the position of gift-givers and marketers to develop a more suitable marketing strategy. When gift-givers go to gift shops to buy gifts, they often think about how to choose a gift. In this situation, the dependent variable of this study is perceived value. Operationally, the gift marketer factor is a type of sales promotion (scarcity and popularity appeal) that can be explained as social norms. It includes the types of givers (close and distant givers) that can be explained as personal norms and the types of gifts (conspicuous and inconspicuous gifts) which are personal norms. This study developed social norms from the gift marketer perspective and personal norms from the gift-giver perspective. Three experiments were conducted to test three hypotheses with 346, 388, and 327 participants, respectively, employing a two-factor ANCOVA. Empirical results show that popular appeal was normally more effective in reinforcing perceived value than scarcity appeal, whether conspicuous or inconspicuous gifts or close or distant givers. This finding implies that the effect on descriptive social norms (i.e. popularity appeal) is greater than injunctive social norms (i.e. scarcity appeal) in gift-giving. This study is the first to incorporate the marketer and gift-giver factors in developing a more effective gift marketing strategy and contributing to the literature on the focus theory of normative conduct (social norms and personal norms) on gift promotion.